Price is the conversation absent of value

There’s a moment every salesperson dreads—the conversation shifts, the customer leans in, and says, “So… what’s the price?”

It’s not that talking about price is wrong. It’s necessary. But when it’s the first question or the only one your customer is focused on, it usually means one thing: you haven’t built enough value.

In sales, value isn’t just a list of features. It’s the story you tell about how your product or service solves a problem, makes life easier, saves time, increases reliability, or delivers peace of mind. Value is emotional. It’s practical. It’s personal. And when it’s clearly communicated, price becomes a detail—not a dealbreaker.

When you skip past value and rush to price, you lower your offering down to a commodity. A thing. An item on a shelf. And when your product becomes a commodity, guess what happens?

The lowest price wins.

And you won’t always be the lowest price.

Someone out there will be willing to undercut you, strip out service, reduce quality, and take the race to the bottom all the way to the floor. That’s not a race you want to win. Because winning on price usually means losing on profit, losing on customer loyalty, and eventually losing your business edge altogether.

Ask yourself this: Do you want to be known as the cheapest? Or do you want to be known as the most trusted? The most helpful? The most reliable?

The best salespeople know that before price ever comes up, they’ve already laid a foundation of trust. They’ve asked the right questions. They've listened closely. They’ve taken time to show how their solution meets the customer’s unique needs. They’ve painted a picture of what life looks like after the purchase, how it will feel, how it will function, and why it’s worth it.

When value is clear, price makes sense.

When value is missing, price feels like a gamble.

And here’s something else: when you lead with value, you attract better customers. Customers who are loyal. Customers who aren’t constantly chasing the next deal. Customers who appreciate quality, service, and results, because you’ve taken the time to show them why those things matter.

So the next time a customer presses you on price, don’t panic. Ask yourself, Have I truly explained the value? Have I shown what sets us apart? Have I made it personal to them?

If not, slow down. Go back. Rebuild the foundation. Because a sale built on price alone is shaky ground. But a sale built on value? That’s solid. That’s sustainable. And that’s where long-term success lives.

Don’t sell cheap. Sell smart. Sell with value.

 Chris Coltran is the author of multiple books including Selling to your Grandmother and the Grandmother Philosophy — the philosophy of “treating people like you would treat your own grandmother.” He has conducted workshops and seminars for over 20,000 participants. Chris’ latest book, Exspeaktations – What you Say is what you Get and the accompanying 21-step  I AM Intention Tracker focuses on mindset and the power that your words and thoughts have over your outcomes. Thoughts become your words, words produce your actions and actions determine your future.  The I AM Intention Tracker is already being used in coaching and training sessions for professionals. Learn more about Chris by visiting www.c2unlimited.com